Dairy Queen SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Dairy Queen analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Dairy Queen SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Dairy Queen to benchmark its business & performance as compared to the competitors and industry. As of 2020, Dairy Queen is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Dairy Queen competitors and includes Dairy Queen target market, segmentation, positioning & Unique Selling Proposition (USP).

Dairy Queen SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Dairy Queen Brand Analysis
Parent Company

Berkshire Hathway




Food & Beverages

Tagline/ Slogan

We make Fan Food. Not fast food, DQ something different., We treat you Right


traditional ice cream treat shop - place for dessert treats

Dairy Queen STP
Dairy Queen Segmentation

Food & beverages restaurants

Dairy Queen Target Market

34-to-45-year-olds with young children and a taste for the whimsical

Dairy Queen Positioning

family-friendly destination

Dairy Queen SWOT Analysis
Dairy Queen Strengths

Below are the Strengths in the SWOT Analysis of Dairy Queen:

1. It differentiates itself from other similar products by adding its own twist in the form of unique names and formulations

2. Strong brand name recognition and popularity among children and adults with children

3. Strong market share for treats and good supplier relationships

4. Reputation for high quality treats & Extensive product line

5. The brand is present at over 5500+ locations in approx 20 countries

6. Backing of strong parent brand ensures financial stability

Dairy Queen Weaknesses

Here are the weaknesses in the Dairy Queen SWOT Analysis:

1. Despite a prominent brand in the US, weak global presence especially emerging economies

2. Weak market share for food and still perceived mainly as a dessert brand

Dairy Queen Opportunities

Following are the Opportunities in Dairy Queen SWOT Analysis:

1. Expansion abroad to emerging markets

2. Innovation specifically towards product & service line expansion

3. Online ordering and home delivery business opportunity

4. Changing customer lifestyle – focus on Healthy treats proposition

Dairy Queen Threats

The threats in the SWOT Analysis of Dairy Queen are as mentioned:

1. Economic Slowdown – lower customer spends – exchange rate fluctuations

2. Lower cost competitors, price wars & competition from imports

Product Substitution

3. Increasing costs of operations can affect business profits

Dairy Queen Competition

Below are the top 5 Dairy Queen competitors:

1. McDonalds

2. Ben & Jerry’s

3. Dunkin Brands Group Inc.

4. Carvel

5. Culver’s

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Dairy Queen. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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